beyond facebook presentation v4
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NAFSA Conference 2011: VancouverBeyond Facebook: Online International CommunitiesTRANSCRIPT
Beyond FacebookOnline International Student Communities
Noah Kuchins: San Francisco State University
Guido DeWilde: University of Amsterdam
Michelle Hall: Hofstra University
A Social Revolution
Social Media & Our Professional Lives
How Social Media Affects Us Social Media Barriers How Our Students Interact with Social
Media “Beyond Facebook” How to Continue Innovating with Social
Media
Foundations of a Social Network
Have you seen the movie “The Social Network”?
Three key ingredients for a successful online social network…
Foundations of a Social Network
“The Social Network”
Mark Zuckerberg, Sean Parker, Eduardo Saverin
Foundations of a Social Network
“The Facebook”
“Harvard email
addresses”
“Finding new and
old friends”
Network Users
A typical Facebook user…
Network Users
Levels of Participation
CreatorsCriticsCollectorsJoinersSpectatorsInactives
(Forrester, 2006)
Network Users
Catering to Needs Ask participants to build a network Allow participants to suggest
improvements Give an option to write a wiki or
article Give an Option to Post a Photo Give an Option to Leave a Comment Give an option to vote or rate Present Information for Reading
Defining a Network’s Purpose
Defining a Network’s Purpose
It’s More Important to Understand
BEHAVIOR than Technology
Paul Adams: The Real Life Social Network v.2, San Francisco June 2010
Defining a Network’s Purpose
Often, People do not Know What to do with the Things They Build
Paul Adams: The Real Life Social Network v.2, San Francisco June 2010
815,278 LikesGreat! Now what?
Defining a Network’s PurposeCited: The Real Life Social Network v.2
What are you doing?
I’m social networking!I’m social networking!I’m checking out the photos from last week!
Defining a Network’s Purpose
Social Networking is a Means to an End…
You Need to Understand What the
End isCited: The Real Life Social Network v.2
Defining a Network’s Purpose
When defining a network’s Purpose, it’s Important to think about:1.Relevance 2.Immediacy
Relevance: Who Would Join?
1.Define Your Target Market Exchange Students International Students Study Abroad Students Scholars ???
Exchange
InternationalStudy Abroad
Alumni
Immediacy: When are they joining?
2.How Close is Your User to the Group/Page/Message/Channel? Exchange Students: Semester-Based Group International Students: Graduating Class Study Abroad: Length of Stay, Country, or Year Prospective Students
Immediacy + Relevance = Commitment
With a Defined Purpose, You Can Structure Your…
Immediacy + Relevance = Purpose
Facebook Page
Immediacy + Relevance = Purpose
Go Canucks!
Immediacy + Relevance = Purpose
Facebook Group
Immediacy + Relevance = Purpose
Twitter Feed
Immediacy + Relevance = Purpose
YouTube Channel
Defining a Network’s Purpose
XYZ University Page
Study Abroad
Student Recruitment
Campus Networks
International Recruitment Admissions Exchange
Feeder/Container Networks
XYZ University Page
Study Abroad Alumni Campus Networks
International Students
Recruitment and
Outreach
Exchange Programs
XYZ University Page
Feeder/Container Group: One large Group that feeds people in to other networks.
Spokes: Networks that naturally occur within larger networks
Network Scaling
Marketing: Outreach,
Recruitment Pages
Central Hubs: Office Page, Main Student
Org Group (ISN, IEEC)
Cohorts: International Students Class 2014, IEEC Fall 2011
Spoke Groups for Community or Special Interest: IEW Committee 2011, Sports,
Music, Film, Nationality
Interaction & TrustLow
High
>10,000
5,000
1,000
< 250
Number of Users
Building, Controlling and Monitoring
Building, Controlling and Monitoring
Controlling your Network through Monitoring: Can be Challenging! You can meet the Challenge! Staff Commitment!
This component has to be a commitment that you and your staff are vested in.
It would be a new initiative, and may take some getting used to.
The Facebook Group or any new Network is to be
monitored closely. If students feel that the
page is inactive, they will ignore post from your office!
How Do We Monitor your Network?Link your Network to the Office Email!
You will see what people are posting immediately! Have student staff review consistently!
Do not allow student workers to post ANYTHING without permission of Professional Staff!
You must Designate a Staff Member to Post comments at least 2-3 time a week.
Send Personal messages to your Students.
Building, Controlling and Monitoring
Building, Controlling and Monitoring
There needs to comments on posts made by students on your page.
Solicit student generated content (eg. pictures, postings, videos, event links, blog links etc.)
Check to see who is online and take a moment to chat with them Have Advertised open chat times.
This has to be marketed and students have to be prodded. We did this though MSN Messenger years ago and have adapted it to Facebook.
Building, Controlling and Monitoring
The ways Hofstra University Office of Multiculteral and International Student Programs uses
Facebook: Advertise social programs for the office. International Student questions chat line. Connect to other student groups and clubs. Build on the original Facebook page and create groups for special events.
ex: International Student Leadership Conference Group. Students who went to the conference had a shared experience. Students posted the pictures that they took on the trip. The Facebook group became a forum for discussion and dialog on their shared experience.
Technology that fits your purpose
A social network for the Gothic and industrial subculture
Online language learning
Connect with old classmates (in Russia and former Soviet republics)
For general social purposes use a general technology
Top 10 Most Widely-Used Social Networks
1. Facebook2. Qzone3. Habbo4. Twitter5. Windows Live Spaces6. Bebo7. Vkontakte8. LinkedIn9. Myspace10.Orkut
…………………..640 Million Users………………………..480 Million Users……………………….200 Million Users
……………………….175 Million Users …120 Million Users
………………………….117 Million Users………………….110 Million Users
…………………….100 Million Users…………………….100 Million Users
………………………..100 Million Users
Technology: Registration
Facebook, minimum age 13
Orkut, Google email address
Flickr, Yahoo email address
Mixi, invite only
Tuenti, invite only
Technology: Country Specific
The Netherlands
16,6 million inhabitants
Hyves
10,9 million users
Did We Miss Anything?
Dating SitesSpecially Developed
NetworksBlackboardCollegiateLinkOrgSyncGroupspaceiLearn
To Like or Unlike?
Should we always use Facebook?1. Helping international students integrate in
social life on campus?2. Facilitate psychological support for
international students (culture shock)?3. University marketing and outreach?4. Apply for an exchange program?
Trends, Models, and Limitations
Integrating with Student Organizations
San Francisco State University:International Education Exchange Council (IEEC)
Using Targeted Groups
IEEC Fall 2011 Group
Fall 2011 Group Timeline
4/21/2
011
4/24/2
011
4/27/2
011
4/30/2
011
5/3/2
011
5/6/2
011
5/9/2
011
5/12/2
011
5/15/2
011
5/18/2
011
5/21/2
0110
50
100
150
200
250
CommentsQuestionsPollsResponsesMembers
30 day Breakdown of Comments
Hybrids26%
Advice9%
Of-fer-ing Housing14%
Seller6%
Random3%
Travel
3%
Worries3%
Greeting37%
Greeting/Q
uestion
Advice
Offering Housin
g
Selling Ite
ms
RandomTravel
Worri
es
Greeting
0
10
20
30
40
50
60
70
CommentsResponses
What Do They Ask About? First 30 Days…
Greeting/Q
uestion
Accepta
nce Pack
age
Activities
Classes
Housing
Nationalities
Travel
Majors
Multiple Q
uestions
Arrivals
0
20
40
60
80
100
120
QuestionsResponses
Greet-ing/
Question15%
Accep-tance
Package5%
Activities2%
Classes39%
Housing17%
National-ity3%
Travel 2% Majors
12%
Multiple Questions3%
Arrivals2%
Advising Outgoing Exchange Students
Blackboard Advising tool for students going on
exchange Step-by-step guide Discussion boards and emailing groups for
specific locations Hyves is disappearing, Facebook is Growing Why not use Facebook?
Blackboard Advising tool for students going on
exchange Step-by-step guide Discussion boards and emailing groups for
specific locations Hyves is disappearing, Facebook is Growing Why not use Facebook?
Advising Outgoing Exchange Students
Needs Assessment (206 Exchange Students)97% Facebook account59% favored BlackboardPersonal Information should be privateBlackboard is a formal tool, UvA is a
formal institutionFacebook is social and recreational
Advising Outgoing Exchange Students
Point Out Existing Facebook Groups:
Fellow Exchange Students
International Student Organizations
Host University
Create Facebook for:
Host University (per semester or year)
Bureau of International Students
Accommodations Abroad
ScholarshipsVisa Applications
Student Support: Psychological Issues
Psychological help No guarantee Privacy and Trust Facebook is Fakebook: Fun Information Need to Break Out of Social Isolation Blackboard: Information and Assignments
Student Support: Housing Problems
Student Support: Housing Problems
Housing Problem Private room with private facilities outside
of the city center “Diemen” Too far away, too expensive “we want to
move” Facebook group with Dutch and
International Students Making intercultural Friends and organize /
announce events
Student Support: Housing Problems
Limitations Only international students used the group
(they felt alone and abandoned) Dutch students already had friends Frequently used in the beginning and then
the group died Less complaints, except by other students
Distance Learning
A little teaser… Can we use Facebook for distance learning
projects? “Childcare quality, research and recent
developments, International teaching series on early childhood education”
University of Amsterdam - Freie Universität Berlin - Purdue University
Find out more on our Facebook…
Socio-Cultural Programming & Campus Networking
Clubs and Organizations
International Students
Multicultural Organizations
Student LeadersProspective Students
BRINGING IT ALL TOGETHER
Network Building which was discussed earlier is crucial!The Strength of your Social Network is determined
by how many networks you can reach out to and bring together.
Example: International Students need to connect to all the categories previously mentioned. The purpose of the other categories are to connect with as many people as possible. A prospective student may based their decision to go to your institution based on how involved your current students are!
Coming together becomes SOCIAL HARMONY!
Light up Your Social Network!
Marketing: Outreach and Recruitment
In three months!
How?
To see more recruitment examples, join the facebook group!
LETS KEEP THE DISCUSSION GOING!SEARCH: “BEYOND FACEBOOK NAFSA”
Lets use social media to improve how we use social media!!
Join the discussion, follow the instructions to join our group on facebook…